draft_of_final_report[1]

draft_of_final_report[1] - Executive Summary In this...

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Executive Summary: In this marketing plan we are discussing the prospects of introducing a new brand Cadbury Light, a milk chocolate with lower calories, into the market and whether it would succeed or not. Our interest was in the Egyptian market therefore we studied the target market and found out the following. Cadbury has a long history in Egypt which gives it an advantage over its competitors. Also, there is a need for the product, according to Al-Ahram Weekly “In Egypt, obesity has been on the rise over the past five years” mainly because of “starchy and fatty items”. ( http://weekly.ahram.org.eg/2003/649/feature.htm ) Therefore Cadbury Light would be the first low calorie milk chocolate introduced into the Egyptian market having the same great taste as the normal Cadbury. We selected our target market and accordingly distributed a survey to a selected sample of our target market. The survey helped us in answering some questions, that assisted us in identifying and implementing the finest marketing mix, such as the price at which consumers would prefer to buy the chocolate, the best distribution sites and the most influencing promotional strategy. The plan also includes SMART objectives and specific goals set by the company and how the company would differentiate and position Cadbury Light. Finally the problem that might face our brand is that it’s a new product but with the -1-
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right implementation of our marketing plan we can over come this problem. The company realizes that continuous evaluation and control is crucial to identify any problems that might face the implementation of the plan. Introduction Mission Statement: Grow our people to expand market leadership and together create a company admired by all. ‘Cadbury means quality” this is our promise. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise is delivered .” 1 Source?? (CADBURY WEBSITE) Cadbury International: Cadbury is a British based company and one of the biggest competitors in the market of chocolate confectionery. Although the Cadbury family has been making chocolate since 1842, it was not until 1897 that John Cadbury went on a trip to Switzerland to discover the secret of the country's success with milk chocolate. 2 Hence, he established a flourishing dynasty that provides the world today with many of its favorite brands of chocolate. In 1905, Cadbury launched its first chocolate that contained fresh milk; Cadbury Dairy Milk, after four years of research and development, and so in the year 2005 Cadbury celebrated the 100 th birthday of Cadbury Dairy Milk. 1969, Cadbury and Schweppes merged forming Cadbury Schweppes. It operates factories in Australia, New Zealand, Malaysia, Indonesia, India, China, Poland and several parts of -2-
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Africa as well as the Middle East. It owns subsidiary companies in France, Germany, Spain, Argentina and Holland and has franchise agreements with companies in the US and Canada. Cadbury’s core product is top quality chocolate and to ensure this it uses the
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draft_of_final_report[1] - Executive Summary In this...

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